Technological advancements in our understanding and use of data have led to the TV ad industry making overwhelming progress in enabling addressability on the largest screen in our homes, providing better TV experiences for both brands and viewers. This great media innovation has enabled brands to reach new audiences in the most premium, highly demanded, brand safe entertainment, generating much sought-after media efficiencies and effectiveness. In the last five years we have learnt much about the optimisation of addressable TV media, and we now understand attention and how TV boasts some of the highest attention levels. However, during this time, creative effectiveness has taken a hit. With everything we now know about addressability and attention on TV, how can we balance the performance equation and supercharge our TV creative to light up our screens?